Apple’s clever iPad mini ads that have been featured on the back covers of Time, Wired, the New Yorker, and Surfer, were just awarded one of the most prestigious advertising award in the world today.

The Apple iPad mini campaign by TBWA Media Arts Lab won the Grand Prix in press even though the iPad mini has been viewed by many as the device that will eventually kill newspapers and magazine. To get the top prize, Apple beat out strong competition from Dove and Beijing Sports.

Marcello Serpa, chief creative officer at Almap BBDO presided over the judging and had the following explanation for why Apple won: